How Mass Media is Embracing Social Media

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Publishers like newspaper companies understand that journalistic content is becoming commoditized with the social media. This slideshow explains how the mass media is repositioning to leverage the social media to expand their traditional brand names.

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How Mass Media is Embracing Social Media

  1. 1. How Mass Media is Embracing Social Media
  2. 2. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media 1950-2008 Mass Media Used to Control All the News
  3. 3. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media The Internet Ushered in « Citizen Journalism »
  4. 4. Bill O’Reilly Bloggers Arianna Huffington and Andrew Sullivan TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media At first, Mainstream Media (‘MSM’) Revolted “ Snobs v. Slobs”
  5. 5. Garrison Keillor Perez Hilton TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media Who Could Replace the Fifth Estate? Quotes from Richard Laermer - Oh My Blog ! What’s the Big Deal…, 6/14/08 “ Curmudgeons vs. Whippersnappers”
  6. 6. It’s our Content dammit! TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media MSM was Conflicted They had always sold their content
  7. 7. We don’t care! Where we read your Content … or where we view it TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media To the Consumer, News is News
  8. 8. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media MSM had a Traditional Business Model We pay our journalists
  9. 9. We blog to become the new media brand names Bloggers Robert Scoble and Michael Arrington And our properties become valuable TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media that was Being Upended by New Media
  10. 10. We can’t pay our journalists any more TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media The Newspaper Business Model is Failing
  11. 11. Twitterposter - listing famous Bloggers & Twitterers TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media We’re being Disintermediated as the Content Source MSM Faced Reality
  12. 12. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media But we still own killer brand names We should be in the Content Distribution Business To manage the mass of Content Sources MSM Epiphany
  13. 13. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media MSM Reluctantly Embraces the Social Media First, they allowed readers to comment
  14. 14. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media MSM Pushes User Generated Content (‘UGC’) Blog networks, Twitter feeds
  15. 15. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media Message - Syndicate our stuff MSM Actively Shares its Content MSM recognizes social media as partner, not enemy
  16. 16. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media More UGC MSM Builds their Community around Readers They’re providing readers their own blogs
  17. 17. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media Follow nyt_politics for breaking election news New York Times creates Twitter channels MSM sees Twitter as New Broadcast Media
  18. 18. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media MSM promotes Twitterers. Get MSM to follow you SF Chronicle Sports Twitter follows others Channels Provide Twitterers MSM Visibility
  19. 19. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media MSM Needs Content - Fill That Need Impact as MSM Opens to Social Media
  20. 20. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media MSM Needs Content - Fill That Need Impact as MSM Opens to Social Media Develop a blog Develop a Twitter presence Participate in social networks MSM believes you’re an authority MSM will follow you MSM will find you
  21. 21. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media MSM Needs Content - Fill That Need Impact as MSM Opens to Social Media Benefits Micro-celebrity Visibility to MSM audience Media influence
  22. 22. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media Mass Media Mass Media Social Media Social Media Social Media and Mass Media become one Predictions
  23. 23. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media LinkedIn is essentially a CRM system that users update themselves Today’s CRM Systems are too manual Social Media integrated into Enterprise Systems Predictions
  24. 24. As Taste Arbiter TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media The Social Media Infiltrates All Media Industry Social Media Mass Media Music Determines what is good Mass Media reports on what is good Films Conclusion
  25. 25. To mobilize the masses TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media The Social Media Infiltrates All Media Politics Campaigns leverage social networks Mass Media interprets with pundits Conclusion Industry Social Media Mass Media
  26. 26. Blogs To filter out the best TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media The Social Media Infiltrates All Media Conclusion Real Estate Determines who is the expert Mass Media drives traffic to experts Local business Industry Social Media Mass Media
  27. 27. TRANSPARENT REAL ESTATE How Mass Media is Embracing Social Media Social media is a wide open window that can position you in the mass media of the future. It’s a no brainer for anyone who aspires to be famous in one way or another. Conclusion
  28. 28. My Social Media I invite you to join me Thank you! --Pat Kitano Transparent Real Estate : How to Become an Online Authority Just click on the icon Links are (strangely) disabled on Slideshare.net. Please download the Powerpoint file where links are enabled, or go to www.TransparentRE.com where I list the links.

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